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Student Observations of Outstanding Teaching: Implications for Marketing Educators

James Madison University, College of Business, MSC 0206, Harrisonburg, VA 22807, farandwt{at}jmu.edu

Irvine Clarke, III

James Madison University, College of Business, MSC 0206, Harrisonburg, VA 22807, clarkeix{at}jmu.edu

In this article, the authors heed the call to explore the attributes of an outstanding professor "by conducting in-depth interviews with students." The study reveals five predominant themes (rapport, delivery, fairness, knowledge and credibility, organization, and preparation) of teaching excellence, as perceived by students, through subject-directed discussion. The recurring emphases on subcategories such as empathy, communication and personal style, approachability, and accessibility underscore the need for marketing educators to maintain personal interactions with students. The insights provided are purposeful because the predominant themes, and certainly the level of emphasis of each, may be used to improve the education process.

Key Words: education • in-depth interview • marketing • qualitative research • teaching

Journal of Marketing Education, Vol. 26, No. 3, 271-281 (2004)
DOI: 10.1177/0273475304268782


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